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A global online Carnival: tmall global redefines cross-border marketing

via:驱动之家     time:2020/6/7 18:31:04     readed:112

Off line stall has become a hot word for these two days, and on line, 618 marketing war has also begun. In 618, this year was very exciting. As the first shopping season after the epidemic was under control, tmall, jd.com and other e-commerce tycoons have released a good start report, which indicates that they have a good record.

Can not ignore is, this year e-commerce platform 618 competition degree, also unprecedented fierce. Each major e-commerce platform has its own topic of communication, will

1、 Tmall 618: life support, live broadcast

Since 2019, Tmall has issued


Tmall's good play Taobao live, also on the 618 on the flow of economic splendor. During this year's Tmall 618, more than 300 stars ,4 major satellite TV all into the bureau ,600 presidents will also go to Taobao live with goods, using the influence and appeal of star presidents to fans, stimulate the enthusiasm of users to participate in the interaction.


Previously, Alibaba Group Vice President, Tmall 618

2、 Jingdong 618: consumption upgrading, creating surprises

The same e-commerce giant, JingDong retail 618 launched a brand new idea


But as a brand marketing short film, the content and form are slightly in line with the rules, so the social awareness of the public perception is relatively flat, failed to form a circle of communication.


Look at this year's JingDong preparation action: preferential strength, shopping services, interactive play is the main selling point of this 618. Of which,

Tmall International 618: Rejoining the World, Coming for you

Let's go back to the origin. The 618 marketing war dominated by cat dog war seems to focus more on simple and rough marketing war. For the psychological needs of consumers in the post epidemic period, tmall global gave a different answer. Let's watch a virus video with unique painting style.



To explain


This is the first 618 since the outbreak, Tmall International chose to play at such an opportunity China's consumer demand is concentrated in cross-border e-commerce, and the desire to reconnect with the world is growing.


Through "one order reconnect the world" virus video, Tmall International made # reconnect the world # brand claims. In the marketing model, Tmall International is playing new ideas. What are flight attendants, vacation guides and stop captains doing when the world stops connecting? Tmall International opened the brain hole, invited these outbound tour ecology familiar with overseas customs and representative brands and roles, through Taobao live broadcast platform, on June 8 Tmall 618 import day, the promotion of overseas culture and Tmall international platform features imported goods, so that these people most familiar with overseas local good things to achieve.


In order to achieve this goal, Tmall International 618 in depth with China National Travel Service, China Youth Travel and other well-known travel agencies, cooperation Chuan Airlines, Shenzhen Airlines, China Southern Airlines and other head airlines, with the help of mature Taobao live platform to build

4、 Who can stand out?

From the previous 618 marketing strategy inventory, we can see that different brands in the face of public health events after the first major shopping festival

Tmall International's brand-new delivery model, not only from the consumer psychological restart sea Amoy new door, but also for the tourism industry to create

Tmall International ,16 June


Article from: Digital English

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